文档介绍：中小企业营销渠道控制初探

欧晓霞
(管理学院企业管理系企业管理专业)

受到改革开放浪潮的冲击,市场营销对于企业家而言已不再陌生。众所周知,市场营销
中的一个重要环节就是营销渠道。渠道的正常运作与否是市场营销成功的保证,故具有发展
眼光的企业家必定重视渠道的管理。然而我在调查过程中,见到的却是渠道市场的不完善和
企业家对渠道的茫然与困惑。
究其根源,发现不仅是一些环境的客观因素,企业家本身也有根本性的错误。首先在观
念上就存在误区,导致方法的运用生搬硬套,使原本混乱、不规范的渠道环境更添了几分不
稳。
如何解决这个问题?经过认真的阅读和思考,我认为首先要树立起系统、整体的概念,
故结合系统控制的理论提出并建立了营销渠道系统控制体系模型,该模型中包括了渠道的参
与主、客体,包含了他们之间复杂的联系,目的是为企业家更好的控制渠道坚定坚实的理论
基础。接着先从整体控制开始,在具体到控制人员和渠道成员的管理;全文先进行思维上的
把握,再阐述具体的操作方法,将理论与实践相结合、整体与局部相结合、内部与外部成员
相结合,原则、手段、方法面面俱到。特别强调了企业家的控制是具有艺术、科学结合的特
性,这里“艺术”是指敢于抓住时机,做别人想不到的事,做别人拿不准的事,坐别人没有
胆量做的事,保持创造的旺盛生命力;“科学”是指操作的系统性与完整性,只有两者互补,
才可达到长远目标,实现可持续发展。
到了文章的末尾,针对调查中发现的中小企业家易忽略的地方,明晰的罗列出来,望能
在企业家们具体实践中起到提醒的作用。
商业环境日新月异,中小企业虽运作灵活,若没有理论的指导,没有正确的经营思想,
往往发展到某一阶段就停滞不前,逆水行舟,不进则退的现象也就会发生。因此,中小企业
应该正视自己规模小、实力若的现实,从战略上武装自己,以己之长,攻其所短,与大企业、
国外优秀企业一起竞争、一起学习,一起成长!

ABSTRACT
Stirred by the wave of economic reform,Marketing is not strange to enterprise any more. As
everybody known, Channel is one of the most important parts in Marketing. Even if you have
good products, excellent quality, reasonable price, without efficient channel, everything means
nothing. So weather you can control the channel well influence your possibility of getting to the
goal of Marketing.
In my investigation, I found that many businessmen didn’t really know what is channel, no
more then find ways to control it. What surprised me most is that though they fell ignorant and
puzzled about channel they still didn’t know how to do with it. They only told me it’s difficult to
control the channel, they just want to give it up.
As we can know, mid-corporation or mini-corporation doesn’t have enough human resource,
capital and material, what they have is their mind. So it’s really hard to create good channel. How
to solve this problem? After reading many books about Marketing and System Control, I suggest a
model , which I named Control System. of Channel System. By this model, businessmen could
find clue